How do you drive sales and promote awareness of Tesco’s homeware brand, Fox & Ivy, when it’s usually confined to the homeware aisles?
Meet the dynamic duo of the Virtual Stylist app and Fox & Ivy mini-home environments– an experience where the worlds of online and in-store shopping collide.
Using Tesco’s shopper demographic data, we know that Dawn is the biggest buyer of Fox & Ivy. Dawn prefers to shop in person and in small format stores rather than online. As a result, she shops for “top-up” missions and has more time and money to treat herself, finding pleasure in discovering new top-quality products.
Our insights showed that affluent Gen X women utilise online tools such as Pinterest to create mood boards to inspire their home designs. They seek easy ways to achieve their style, taking expert advice into account. Plus, they prioritise product quality and accessibility over cost.
The strategy focused on giving Dawns “Accessible and Aspirational Interior Design Ideas to Elevate the Home”. We decided on three triggers that would shape the campaign to achieve this strategy - inspiration, personalisation and social proof.
We aimed to interrupt consumers when they’re thinking about food shopping and direct their mindset to home décor shopping.
Based on our insights and strategy, our solution was to take the mechanic of online product personalisation into stores, giving customers the best benefits of in-store and online shopping in one cohesive experience. Meet the dynamic duo of the Virtual Stylist app and Fox & Ivy mini-home environments– an experience where the worlds of online and in-store shopping collide.
The journey began with a beautiful display and array of eye-catching Fox & Ivy products in the foyer. We created striking room sets as a contemporary backdrop for Fox & Ivy’s products, allowing shoppers to visualise them in a home environment.
Then shoppers met our Virtual Stylist app – a personal shopping experience - to get inspired and find the perfect Fox & Ivy products for their homes. Then, through an interactive quiz, the app helped them find their home décor style.
The app revealed five personalised product recommendations from the Fox & Ivy range. Next, consumers printed their recommendations, and Brand Ambassadors collected their products so they could pick up, play and fall in love with them.
Plus, we extended the life of the 12 stands after the campaign by donating them to the Slough Museum. They use the old stands to educate visitors on the town’s Medieval history. It was a brilliant way to create a long-lasting social impact.